GIPSA Signals a Beginning To Value-Based Marketing

The July 1, 2010 issue of Beef Magazine contains an article titled “GIPSA Signals End to Value-Based Marketing” by Contributing Editor Troy Marshall. He asserts that the proposed GIPSA Rules “(is) a complete rejection of value-based marketing and differentiation and legislates us back to a commodity marketplace where everyone must receive the same price.”

OCM disagrees with this statement and addresses it in the following briefing paper:

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